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CHAPTER 15: Advertising and Public Relations - Coggle Diagram

- - - - Media planning involves determining reach, frequency, impact, and engagement, choosing media types, specific vehicles, and deciding on timing.
      - Alternative media (e.g., trash cans, receipts) offer targeted, cost-effective ways to reach consumers.
  - - - Statistical Modeling: Analyze long-term sales and profit trends relative to advertising spending.
      - Experiments: Use test markets or digital A/B testing to refine and identify effective advertising strategies.
    - - Communication Effects: Assess whether ads communicate the intended message effectively through pre- and post-testing (e.g., recall, awareness, engagement).
      - Sales and Profit Effects: Evaluate how advertising impacts sales and profits, though this is more complex due to external influencing factors (e.g., price, product availability).
    - - Advertising effectiveness is influenced by numerous factors, making precise measurement difficult.
      - Managers often rely on a mix of judgment and quantitative analysis, particularly with real-time digital content that evolves rapidly.
  - - - Advertisers face challenges such as cultural differences, regulations, and varying media costs.
      - Effective strategies blend global consistency with local adaptation to resonate with diverse audiences (e.g., Coca-Cola’s “Real Magic” campaign and IKEA’s localized ads).
    - - DEI in advertising involves accurate, inclusive representations across demographics (e.g., race, gender, age).
      - Consumers value DEI, with younger and marginalized groups prioritizing it. Ads reflecting DEI see higher recall, preference, loyalty, and brand performance.